August Getty debuts 'Tinitus' collection in new digital format

By

Jennifer Braun

Published
Sep 17, 2020

August Getty begun unveiling this week his latest name sake couture collection in a new digital space launched in collaboration with the Institute of Digital Fashion in London. 

Dubbed 'Tinitus', the interactive digital space, currently living on Instagram, presents the Los Angeles-based designer’s newest collection as a digital journey in six steps, culminating in the release of a film. As of Wednesday, the brand had released the first three parts. 

Likewise, in a dual mission, the brand will challenge the traditional fashion industry model by becoming a season-less house of design. 

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“August Getty Atelier’s Couture and creative design concepts originate from visions of the designer’s imaginary worlds,” the brand said in a news statement. 

“Their digital showcasing allows for an explorative journey of the August’s ideas and experiences that not only reflect the creative narrative but also the August Getty Atelier belief systems where equality, inclusion and a new manifesto are the only rulers.”  

The 26-year-old designer, the great grandson of oil tycoon, John Paul Getty, has been recognized for his eveningwear, which has been worn by the likes of Kim Kardashian West, Paris Hilton, Katy Perry, and more.

His latest collection, Tinitus, embodies contemporary and historical references, simultaneously with a nod to Vikings emerging in a reimagined Utopia.  

For its social media debut, each garment was finished and readied by the Atelier and couture artisans and later digitally rendered using cutting-edge technology. 

“Digital technology can generate a new form of emotional connectivity, creating a high-bred product that holds both physical and digital layering,” the brand explained.  

Tinitus can be visited until January 2021 on August Getty Atelier’s Instagram (@augustgettyatelier) and will then transition to an innovative website with an e-commerce platform. 

August’s couture and semi-couture designs can be selected and made available by appointment, while other limited-edition products can be purchased immediately.